Last year, South Korean boy band
BTS cooked up a worldwide storm when they released “Dynamite,” their first English-language
single. That song cemented the septet as the biggest K-Pop sensation ever. BTS
followed through this 2021 with not just another one, but two English songs.
There was “Butter,” released in May, and “Permission to Dance,” which came out
this July 9. If “Butter” was the dizzying punch then “Permission to Dance” was
the KO, after it unseated the former as the new number 1 on the Billboard Hot
100. Now, the boys are collaborating with YouTube to promote the latter’s new
Shorts feature, with “Permission to Dance” as the subject.
Variety has it that BTS is working with YouTube to both further promote
“Permission to Dance” and introduce the YouTube Shorts feature on the video-sharing
service’s mobile app version. “Shorts,” which is YouTube’s answer to the internationally
phenomenal TikTok app, allows users of the app to record 15-second short
videos. This feature will be utilized in the “Permission to Dance Challenge,”
where BTS is inviting their worldwide ARMY to upload themselves following the
song’s dance choreography on the official music video, for a chance to have
their Short included in a compilation MV releasing later.
If this sounds familiar, then you
might still recall Pharrell Williams’ 2013 song “Happy,” which was promoted
with a 24-hour music video featuring splices of footage from Los Angeles of
people dancing along to it. This would lead to the fad of “Happy” tribute
videos created by fans around the world, where they feature a location like a
famous city with scenes of its residents dancing to “Happy.” With the
BTS-YouTube shorts “Permission to Dance” challenge, ARMY members need not worry
about creating a full MV, just 15 seconds of choreographed dancing to the tune.
The challenge will start this
Friday, July 23, and end August 14. As stated, “winners” from the video clips
uploaded via YouTube shorts will be chosen for compiling in an alternate video
of “Permission to Dance” showcasing the ARMYs dancing. GM Shin Young Jae of BTS’
label Big Hit Music is inviting the global ARMY to dance along with the boys, saying,
“We are very excited to watch this challenge come to life on YouTube Shorts and
can’t wait to see what you all create.” With BTS and their latest
English-language hit on center stage, it is hoped that YouTube Shorts will gain
a user base to compete with TiKTok.
ARMY fans wanting to join the “Permission
to Dance Challenge” starting Friday only have to tag their 15-second clips with
#PermissiontoDance and #Shorts for consideration. YouTube promises that video
owners will be asked permission to use their footage, if chosen.
Image courtesy of Billboard
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